Procter and Gamble drop Willy Bogner

by Grant Osborne, 06 December 2006

German ski-wear manufacturer, Willy Bogner, has signed a new fragrance licensing deal with Baden-Baden based skincare company, Fribad. The current license with Procter and Gamble ends on 31st December 2006.

Bogner first entered the fragrance arena in 1985 with Bogner Man and Bogner Woman, produced by The Lancaster Group. Thirteen years later, the Bogner license was acquired by Wella's fragrance division: Cosmopolitan Cosmetics. In 2003, Procter & Gamble bought Wella, and integrated its fragrance division, into its Prestige Products category.

P&G have spent the last few years dispersing of the fragrance licenses it feels do not fit. Houses gone in recent years include: Yohji Yamamoto (acquired as part of the Patou deal), Helmut Lang, Yardley (acquired with the Wella deal, now with Lornamead), Trussardi and Max Mara (both ex-Wella now Selective Beauty). P&G is also looking for a buyer for the 4711 brand.

Fribad will launch a new fragrance for Bogner in 2008, and until then will continue to distribute the current range. Fribad's other brands include Sans Soucis, who had several fragrances in the eighties.

Categories: Licensing, Bogner, Fribad, P&G Prestige Beaute, Procter & Gamble

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Procter and Gamble drop Willy Bogner

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